Introduction To Seo


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Introduction To Seo

  1. 1. Introduction to SEO Steve Adolph Worthington Industries, Inc. February 22, 2005
  2. 2. Websites – A Marketing Tool <ul><li>Can be a powerful communication tool along with traditional print & broadcast media </li></ul><ul><li>Used to promote or sell products & services, or to inform target audiences </li></ul><ul><li>Sites are only beneficial if the audience is aware of it or can easily find it </li></ul><ul><ul><li>About 50% of browsers use search engines, the other half type in the URL directly </li></ul></ul>
  3. 3. Marketing Approach <ul><li>“Organic” search engine listings </li></ul><ul><ul><ul><li>Free listings provided by Google, Yahoo!, MSN </li></ul></ul></ul><ul><ul><ul><li>Utilize “spider” or “crawler” to index page content </li></ul></ul></ul><ul><li>Search directory listings </li></ul><ul><ul><ul><li>Doesn’t use crawlers. Humans categorize and index your site URL and a short description </li></ul></ul></ul><ul><ul><ul><li>Yahoo! is fee-based, Open Directory Project is free </li></ul></ul></ul><ul><li>Paid listings - $$$ </li></ul><ul><ul><ul><li>Called “pay-per-click” campaigns </li></ul></ul></ul><ul><ul><ul><li>Buy your way to the top of the search results page </li></ul></ul></ul><ul><ul><ul><li>Unlike organic, results are guaranteed </li></ul></ul></ul>
  4. 4. Marketing Approach <ul><li>Recommendation is to follow a diversified approach by using a combination of all three areas for the best results. </li></ul><ul><li>This is known as Search Engine Marketing (SEM) </li></ul>
  5. 5. Search Engine Introduction <ul><li>No guarantees with search engines </li></ul><ul><li>Best practices and guidelines will help </li></ul><ul><li>There are no specific details since they could be exploited </li></ul><ul><li>The process of analyzing and making changes to a website to improve search rankings is called Search Engine Optimization, or SEO. </li></ul>
  6. 6. Search Engine Introduction <ul><li>Consider search engines design BEFORE building site. </li></ul><ul><li>But remember, a website is intended for HUMAN audiences, not search engines. </li></ul>
  7. 7. Organic Best Practices <ul><li>Research & select keywords/phrases </li></ul><ul><ul><li>What people type into engines </li></ul></ul><ul><ul><li>One study shows 56% of searchers use 2-3 word keyword phrases </li></ul></ul><ul><li>Keyword research tools: </li></ul><ul><ul><ul><li>Log analyzer software (e.g. WebTrends) </li></ul></ul></ul><ul><ul><ul><li> ($) </li></ul></ul></ul><ul><ul><ul><li> (free) </li></ul></ul></ul><ul><ul><ul><li>Google AdWords (free with account) </li></ul></ul></ul><ul><li>Place keywords prominently in page copy, titles, <META> description tags. </li></ul>
  8. 8. Organic Best Practices <ul><li>Design a user-friendly site that is searchable </li></ul><ul><li>Use with caution: Javascript, flash, DHTML, frames, cookies, session IDs, more than 3 URL parameters </li></ul><ul><li>Always have 2 forms of navigation: user and search engine </li></ul><ul><li>Avoid excessive URL depth: more than 3 to 4 levels </li></ul><ul><li>Tailor search terms and web pages for your audience </li></ul><ul><li>Site should have: Home, FAQ/Help, About Us, Contact Us, Site Map, Links/Resources, Products/Services (when appropriate) </li></ul><ul><li>Each page needs a unique, focused title relevant to the content and incorporates keywords. Don’t use company name. </li></ul><ul><li>Get links to your site on other RELEVANT sites. </li></ul>
  9. 9. Organic Best Practices <ul><li>Do NOT spam the search engines or you could be banned! </li></ul><ul><li>Keyword stacking or stuffing, unrelated keywords </li></ul><ul><li>Hidden text and links, tiny text (under 10pt) </li></ul><ul><li>Duplicating pages and sites (same content, different URLs) </li></ul><ul><li>Doorway/Gateway/Ghost pages – overly optimized, well-ranked pages that redirect to “real” site. </li></ul><ul><li>Page redirects (with Refresh Meta tag) </li></ul><ul><li>“ Link farms” used to increase link popularity scores </li></ul>
  10. 10. Directory Listings Intro <ul><li>Before search engines, Yahoo! search directory was the only game in town </li></ul><ul><li>A “directory” differs from an “engine” in that it doesn’t index web pages or content. </li></ul><ul><li>Human editors review submitted site & put it in a category/subcategory structure </li></ul><ul><li>Only the URL and short description is recorded </li></ul><ul><li>Yahoo! is $300/year, Open Directory Project is free (ODP feeds Google). </li></ul>
  11. 11. Directory Best Practices <ul><li>Choose a very specific category and subcategory in the directory </li></ul><ul><li>Locate your competitors in the directory </li></ul><ul><li>Register with “second tier” directories. They offer specialty or niche listings. </li></ul>
  12. 12. Paid Advertising Intro <ul><li>With pay-per-click (PPC), you pay each time someone clicks on your ads </li></ul><ul><li>Two major (& most expensive) players are Overture (owned by Yahoo!) and Google AdWords </li></ul><ul><li>Smaller players are FindWhat, Espotting </li></ul><ul><li>Start an account w/credit card, create word ad, bid on ad keywords in auction </li></ul><ul><li>Lots of ads? Mgmt tools available </li></ul>
  13. 13. PPC Best Practices <ul><li>Calculate what a “click” is worth to your company before PPC campaign </li></ul><ul><li>Be aware: about 20% of browsers don’t trust ads and won’t click on them </li></ul><ul><li>Review & follow PPC guidelines </li></ul><ul><ul><li>Do not use superlatives (such as greatest, largest, best, etc.), all capital letters, or exclamation points. </li></ul></ul><ul><ul><li>Do not put contact information such as phone numbers or e-mail addresses in the ad. </li></ul></ul><ul><ul><li>Make sure the ad matches the site content. </li></ul></ul>
  14. 14. Sample Site Analysis
  15. 15. Sample Site Analysis
  16. 16. Sample Site Analysis This company contact information is important, but it isn’t indexed since it is a graphic. This should be changed to plain text. Section D This is the site navigation menu. All items are graphics (rather than text) and are ignored by the crawlers. Include a second, text navigation system at the bottom of the page for the crawlers. Section C This is the only text on the home page that the crawler can read. Unfortunately it is a 9 point font. Some search engines consider very small fonts (below 10 point) to be spam and will ignore it. The font should be increased to 10 or 11 point. Section B These navigation buttons are graphics and will not be read by the crawlers. Include a second, text navigation system at the bottom of the page for the crawlers. Section A All page titles are “Aegis Metal Framing.” Each page should have a unique, focused title relevant to the content and should incorporate specific keywords. Make the title read like a newspaper headline. Don’t target your company name. Page Title Description / Recommendation Page Area
  17. 17. Resources <ul><li>Search engine syntax and extras </li></ul><ul><ul><li>“”. Shows what the engine has in the index for the site. </li></ul></ul><ul><ul><li>“ define:your_word”. Searches web for definitions. </li></ul></ul><ul><ul><li>Built-in calculator. Type in your calculation on the search bar and press Enter. (e.g. 7*25+33) </li></ul></ul><ul><ul><li>Package tracker. Enter your package tracking number (FedEx, UPS, USPS) for a status. </li></ul></ul><ul><ul><li>Stock price check. Enter stock symbol. </li></ul></ul><ul><ul><li>Street maps. Type in US address w/ city or zip. </li></ul></ul><ul><ul><li>For a list of Google operators see: http://www. google .com/help/operators.html </li></ul></ul>
  18. 18. Resources <ul><li>Search engine guidelines </li></ul><ul><ul><li>Google: </li></ul></ul><ul><ul><li>Yahoo!: </li></ul></ul><ul><ul><li>MSN: </li></ul></ul><ul><li>Open Directory Project </li></ul><ul><ul><li> </li></ul></ul><ul><li>Search Engine Watch – tips, articles, news </li></ul><ul><ul><li> </li></ul></ul>